Kevin (00:02.318)
So do either of you have meta glasses?

Jackie Lipinski (00:08.083)
they scare me a little too much. I'm a person.

Julie Jarnagin (00:08.442)
I do not have meta glasses.

How much are they also? I haven't even looked how much they cost.

Kevin (00:18.818)
I think they're $299 for just the kind of normal version and then the ones with actual display in the corner and a little thing on your wrist that you can control so you can like use it in your pocket. No one knows that you're replying to people or watching reels. Is $799.

Julie Jarnagin (00:39.064)
okay.

Jackie Lipinski (00:40.792)
I feel like there's a few instances where I might love it. You traveling in international places so I can have like on the fly translations. It sounded like is one of the offerings would be probably.

Kevin (00:51.97)
Yeah, it can overlay translations almost like closed captioning on top of the person talking to you.

Jackie Lipinski (00:57.557)
Yeah, but I feel like it might become overly reliant on it, but at this time, I just don't need that. I'm a person who loves to take notes and remember things in detail, and that's just too much recording and love. I think I'm never gonna look back at those pieces of content, but it is interesting how people are gonna, I don't know, adapt it to their lifestyle. I was telling Kevin before we recorded, it kinda reminds me of the Truman Show, if anyone's seen that movie. It's like a little too intimate of someone's life.

Julie Jarnagin (01:28.498)
Do you think, like, you know when you see somebody drive a cyber truck and you're like, that's a cyber truck driver. I feel like it's gonna be the same with metaglasses. There's some kind of stigma related to, you have on metaglasses.

Jackie Lipinski (01:35.351)
It's a choice.

Kevin (01:42.924)
Yeah.

Jackie Lipinski (01:42.999)
I don't feel like you can form real conversations with those people either. Like you just feel like you're on edge.

Kevin (01:48.815)
Well, you remember when social networks first came out, everyone was sharing what they were eating for lunch. And then everyone realized no one cares for the most part. I think that's the current reality too is like, here's what the world looks like from my point of view. And everyone's like, great. Like I have a point of view too and mine's more interesting. Right. Yeah. Yeah. I definitely want to try the meta display. The ones with the...

Jackie Lipinski (02:07.479)
It's his filtered point of view. So, right?

Kevin (02:15.592)
not because of the display, but because of the control mechanism on the wrist. They claim it's like reading your mind, but it's actually tracking mostly just the impulses going down your fingertips. So with very slight fingertip movements, you can compose a text message, click a, close a window, open a window, swipe to look at the next reel in your feed. I think that's super interesting and something I want to try, but in terms of...

using on a regular basis.

Jackie Lipinski (02:46.455)
Kevin, next year will you smash them on stage?

Kevin (02:50.022)
My kids are like, dad, you promised we would get a replacement at some point, but I'm still waiting on the new version. It's never come out. I guess maybe the MetaDisplay is the new version. We'll see. All right. Welcome to episode 407. I'm Kevin Oakley and with me today is Julie Jernigan and Jackie Lipinski. And we have a very special announcement. The MarketProof Marketing Academy for 2026 is officially open. You can go and...

Jackie Lipinski (02:56.865)
Yeah.

Julie Jarnagin (02:57.35)
Mm.

Jackie Lipinski (03:08.215)
Hello.

Julie Jarnagin (03:08.517)
Hello.

Kevin (03:18.636)
Get your place in line. We've had such a great reaction to the last one that went out, fully revamped by Jackie and Sarah. And everyone said, when's the next one? When's the next one? And kind of like everyone listening, or most people listening, we're like, we really want to do more and we're exhausted. Not from the academy, but just from everything that life has going on for all of us right now. But we've got on the calendar for 2026.

Click the link in the show notes to take a look.

Jackie Lipinski (03:50.507)
The only other thing I'd mention is a lot of people think that they have to be like in a partner builder relationship with us to join. And it's the only time that you, one of the few times you don't need that relationship and you get behind the scenes access to how to create the best ads. So yeah, good luck. I, there's over, I think 20 people on the interest list right now. So might be sold out. Yeah.

Julie Jarnagin (04:12.344)
yeah, it might fill up fast.

Kevin (04:12.908)
Yeah, the summit is the only other time where you don't have to be a partner and the academies don't require a plane ticket or hotel room, yeah. All right, who's gonna go first for story time this week?

Jackie Lipinski (04:23.927)
That's right, they're Virgil.

Jackie Lipinski (04:30.837)
go. Because I love pain, it's the week of the summit, so I was also asked to speak to company leaders this week about social media marketing. And so one of my favorite things I was telling Kevin was I decided, I'll make this quick. So of course it was like a 52 slide slide show, which was aggressive. And so I was like, hey, I made options for you guys. What do you want to learn?

Kevin (04:31.736)
Okay.

Julie Jarnagin (04:31.836)
Go for it.

Jackie Lipinski (04:59.563)
And so they picked two of the options. And so I just want to reiterate this for anyone listening of what do company leaders want to know right now and what is maybe the most misunderstood. And it's the, what is the ideal marketing budget and what does that look like and how do you optimize that and how do you ebb and flow throughout the seasons? I think that is the most common mistake I see is a very consistent digital marketing budget and not factory and community launches, selling out potentially seasonality. that is ideal.

to create. And then what are the meta strategy must haves? How do you create that balance of capturing demand, creating demand, and how do you work not just with meta, but Google Ads and kind of have that yin-yang element to your marketing strategy? So those are the two main topics I'm covering. So I think next podcast or article, I'll probably do a write-up of how that went and any questions asked that were out of the box.

Kevin (05:57.261)
And these were 15 to 20 different home building companies kind of all on the same call, right? It's not, you said two marketing leaders, it's not two like people at Do You Convert.

Jackie Lipinski (06:03.435)
Yikes.

sorry, sorry. was like, no, it's like 10. It's like 10 companies and a couple people from each are asking about can I get more information? Yeah.

Kevin (06:14.958)
Awesome. Julie, what do you got?

Julie Jarnagin (06:18.556)
Yeah, well this will come out after Summit. We're in Summit prep right now and we don't like to sell or promote but I have to say since this is after Summit doesn't help. just the amount of work and thought and strategy and really thinking about what marketers and online sales are dealing with right now, how we can help. It's just amazing how much thought goes into what everybody is talking about at Summit. So.

you know, research being done by individuals just to dig into some topics, talking to other people about what they want to hear about the hours of practice people are doing and like perfecting their talks. So, just a shout out to our team. And it's because we really do care about you guys as builders and what you care about and what you can actually take back to your builder.

and implement. it's been it's been fun to watch behind the scenes all the work that goes in that makes all these talks and presentations and workshops look easy. You know, they look straightforward and simple, but so much time and thought goes behind them. So I'm I'm excited myself to hear everybody on stage this year. And not just the D Y C team, it's also other people who are coming to speak keynote speakers, some builders and builders partners. So yeah, I'm excited.

Kevin (07:43.843)
Yeah, it's always a good time. And I'm always interested to see what happens after all that preparation. And then we're like, you have 10 less minutes, sorry, someone else went over. Or there's three questions we weren't expecting from the audience. Or someone says, I bought this ticket to come here to really hear about this, and it's the one topic you all aren't covering. And then we go, great, we'll do it on.

Jackie Lipinski (07:44.417)
And it's gonna be fun.

Julie Jarnagin (07:57.241)
Ha

Kevin (08:10.218)
encore presentation after the event's over for you. I always, I think that's the fun of doing it so many years is that used to be more stressful than it is now. And now I'm kind of like, let's see what's gonna happen. This is cool. We've got everyone who could give you a great answer is in the room.

Jackie Lipinski (08:32.023)
And actually, I remember one of my favorite presentations last year, Kevin, you gave up one of your talks, I believe, where was like the ideal marketing team, and then we recorded it, and it's been one of the most requested videos. And so that actually ended up being a wonderful surprise.

Kevin (08:37.474)
Yeah.

Kevin (08:49.422)
Yeah, because we don't record, everyone always says, where can I get a copy of the recordings? When you record stuff, people choke up, they don't share as openly. Now we can't prevent Mr. Riley's plod note or whatever AI tools are in the audience making summaries, but we'll address that too. All right, my story time is around this idea that...

Jackie Lipinski (08:55.605)
and get to play.

Kevin (09:15.734)
kind of frustrated me at the time, like most good things do when we're in growth mode. I worked for someone who would always talk about needing to be aware of your limiting factors. And they did it so often that it was like, uh-huh, uh-huh, like I know what a limiting factor is. So I'll use an analogy that I think is helpful is if you wanted to start working out and you said, you know what, I'm going to...

Jackie Lipinski (09:35.947)
and out.

Kevin (09:44.397)
do everything I need to do to work out. I'm gonna buy all this equipment. I'm gonna get the fancy water bottle. I'm gonna get some new Lululemon outfits. I'm gonna put some mirrors on. You know what, let's just put in a whole home gym kind of setup. You've got everything ready that you need to do to work out. But then you forgot to really think about your two twin teething toddlers who are gonna be at home when you're trying to get this done.

Those two wonderful creatures are your limiting factor. They're the thing that will prevent you from working out. And it would have been better to think in advance of what are all the limiting factors potentially going to be or currently are and pay for a babysitter and get a gym membership instead of spending thousands of dollars to build out a whole home gym in your house. So this idea of limiting factor is incredibly important to understand. And the reason it came up again was when I was

sharing a post on LinkedIn about one of our partners who had a 56 % increase in sales year over year and a 52 % increase in the number of held appointments. I think their online sales contribution also went from single digits to something north of 65 or 70. And originally kind of the response was, well, it must be the market. Where are these folks located? It's a multi-state builder. And so the...

And the answer whenever the change is that great is not that it's because of your region or your local market. That great of a change means that some kind of limiting process piece was addressed and solved. And that's awesome. We celebrate that growth. And the important thing, though, is understanding that what your limiting factor was previously, once you address it, is probably not the same thing moving forward. And you kind of can...

like whenever you use that, it's not a trick, but I'm gonna say the word trick. When you use that trick once and it unlocks all of this growth, then the temptation is let's go back to that same trick. Can we do it again? Can we do another 50 % growth? And the answer is almost no, like almost never. It's not gonna happen. And the difficult but true thing is that you have to look up and reassess and say, okay,

Kevin (12:06.112)
What is the new limiting factor in this ecosystem? That's why we talk about the online sales and marketing ecosystem or the sales and marketing customer journey as a whole is because there, you can address one thing and get this outsized gain, but then you gotta know you have to move on and reassess things that maybe weren't your limiting factor before, but now because of the growth in this other area is the limiting factor. And I think that's super important given the state of the current market conditions and what builders are thinking about next year.

Stop going back to the same two things over and over and over again. Reconsider the whole ecosystem and look for what the Lebanon factory is right now.

Julie Jarnagin (12:42.48)
And I think sometimes too people forget, yes, there are those one big things that unlocks a big change. And then sometimes you're in a stage of these small incremental steps and that's hard for people sometimes they don't want that. And sometimes it's like, well, these are the things we have to do. So especially if you have had one of those things that you changed a big thing, it made big results really fast. And like you said, you keep trying to go back to that.

Sometimes it's not that it doesn't feel as dramatic and that's not as fun or rewarding to do, but sometimes it's a season of those smaller incremental improvements.

Jackie Lipinski (13:23.371)
Yeah, it's a jump versus a step and a jump seems more dramatic, but they're both moving you forward. And so I think that's where people sometimes get a little not deflated, but if it's not, it's not obvious to them, that could be something. Yeah. I, some things that come to mind are, know, when we do an algorithm or something and there's a significant deficit and then they fix it. Right. And then it's like, okay, well we can do that again. It's like, well, you can't.

but we can fix these other things. So I think there's excitement in the jumps and not in the steps.

Kevin (13:57.027)
Yeah, and you gotta keep scaling up and looking at it from sometimes entire departments become that. It's not just a single process or one way we do this thing, this one area differently. It can be at times, and this is part of the frustration I think overall is, hey, and I told everyone about this back in 2020. Marketing was the can we do this? Yes, we can, and it worked. Can we do this? Yes, we can, and it worked.

And so the habit is already been built up by senior executives to say, your job is to rescue us from our current stress. And sometimes the department as a whole, it doesn't happen often, but it is possible. I have different companies in my mind where marketing is pretty dialed in and the opportunity actually is coming from entirely other departments like customer experience slash service, like construction, like...

Jackie Lipinski (14:33.047)
Mm-hmm.

Kevin (14:55.658)
land development, like sales and so, yeah, just as a concept. And again, since this is post-summit, we've talked about it, but now everyone who wasn't at the summit, we've also talked about it. It's really important. All right, on to the news. And first up, I'm gonna go to, from realestatenews.com, Compass.

to acquire anywhere creating the world's largest real estate brokerage. The combined companies would be worth $10 billion with roughly 340,000 agents around servicing customers in 120 different countries and territories. It's essentially the birth of the mega mega brokerage. Lots of implications in here. I know this isn't a world that we spend sometimes as marketers a lot of time thinking about.

in the use home space, but I do think there's implications for us down the road. And at the end here, I'll share one thing that I think everyone should be doing right now, especially if you're a top 50, top 25 home building company. Anything that jumped out to either one of you?

Julie Jarnagin (16:05.468)
Well, it? Compass is the one that was doing more of the private listings, correct? That was an issue. And so that will be...

Kevin (16:15.286)
issue maybe to who is the question, but it was an issue. It was causing some kerfuffles in the industry.

Julie Jarnagin (16:21.848)
Yeah, so it'll be interesting to see if Anywhere then also leans into that or if that I'm curious about how that's gonna work.

Kevin (16:32.066)
Yeah, and so far it appears that the Compass executive teams will be the ones running the new entity. And so it seems pretty likely that at least it will be highly recommended as a potential option to give to their consumers.

Julie Jarnagin (16:40.242)
Mm-hmm.

Julie Jarnagin (16:51.194)
And does that give them more power or does that put a bigger spotlight on them to make people want to control that? So I don't know, but it does change the dynamics.

Kevin (17:05.868)
Yep. Jackie, what do you think?

Jackie Lipinski (17:09.719)
just thought it was interesting in terms of what we're paying attention to and not paying attention to, because I think even what you're saying previously, there are so many outside factors that mold what builders can do or need to be paying attention to. So it just made it interesting of what agents are paying attention to is worth analyzing as well. But I don't love when big companies become larger and larger.

So to me, it's making me a little go, okay, so they get to change more of the rules. And what are the rules gonna be changing and looking like in the future? you have any insight on that or assumptions, Kevin?

Kevin (17:48.655)
Yeah. Well, first, if you're thinking, I don't really understand why they're talking about this because there's not a big compass presence in my market and Anywhere, not even heard of Anywhere. Well, Anywhere is comprised of Coldwell Banker, Century 21, the Corcoran Group, Sotheby's International Realty, Better Homes and Gardens Real Estate. So when you combine all of those together, then you start to understand the scale of this. Yeah, so private exclusives are one big piece of this.

And remember, private exclusives are working. The question is working for who? The big concern in the existing home industry is that this is working only for the agent and not for the consumer. And so there's tons of messaging out there of this can't be good for the consumer because they're likely going to make more money if their home is listed on the MLS and it's visible to a larger audience. That's also a narrative that happens to help folks like the local MLSs.

and the major platforms that want to have all of the content like Zillow, Realtor.com, et cetera. So that's kind of interesting. It definitely is helping the agents get more lead, leads and attention because in a place like Austin, conceivably, the new Compass could run an ad that says there's 40 % of the homes available for sale that you're not seeing on Zillow. So come to Compass and create a Compass account.

and now there's an account with the opportunity to contact and create a relationship with them. So it is a real divisive but true opportunity for the new Compass to see how far they can push.

And to your point, Julie, this now gives them more scale where Compass on its own, if it would have been. Now, I still think if they would do it properly, even saying that there's 10 % of homes that you haven't seen, I think will get a lot of people to take a next step. mean, the last time we moved, I reinstalled every app other than Zillow just because a couple of them had a few extra photos for some reason. And I was like, that's worth it if I can see more pictures.

Kevin (20:06.07)
is interesting about this collaboration is they're also really focusing heavily on the luxury space, which makes a ton of sense if you think about network effects and just who do I want to represent me. If you can create that brand and perception that if I have a upper mid-level to luxury home that I should definitely use this larger organization that's well-networked with people in that.

in that phase of life or stage of life, then that's interesting too. So I talked to some about some of the negatives and arguments. One of the positives is in these private exclusives, like right now, the trend for people who aren't getting their homes sold is to take it off the market and then go back and relist it. In fact, I talked to Chris Hartley, division president at Khov, who many of you will be familiar with. And I said, how's your house sale in Dallas going? He's like, and I decided to pull off the market. We'll relist it in the spring when the market.

is more active. The problem with that is when you do that on the MLS, everyone can see that you tried to sell it last year, what the price was, whereas an off market gives you the opportunity to test the market without those negative effects. so Compass's argument is, hey, if it's not selling off market, then we'll certainly put it in private, as a private lesson, we'll put on the MLS and we'll put it on Zillow to give wider exposure. But essentially,

The thing that no one has given me a answer to is what's the mechanism for a consumer with or without an agent to test the market without penalty? And that really hasn't existed since Zillow's make me move feature went away. And I think the power move would be for Zillow to bring that back.

Jackie Lipinski (21:51.543)
Why do think they took it away?

Kevin (21:55.501)
All right, they took it away when they became members of the MLS. And so because of the commingling rules at the time, they couldn't, like that's also when they stopped showing builder feeds that weren't using the MLSs for finished inventory, that's when they stopped showing, they had to add tab two, if you remember that. So I can't think of a reason why they couldn't bring it back now. And I would be shocked if they're not thinking about ways to do that.

Julie Jarnagin (22:15.41)
Mm-hmm.

Kevin (22:24.768)
Okay, from the super serious to the way less serious for now. Meta introduces vibes, a new way to discover and create AI videos. And I installed this, I think it was on Friday of last week. And I told we're recording on a Monday. I said, Jackie, Julie, do me a favor. Go install the first of all, if you go search for the vibes app in the store, it's not there. It's it's just a separate toggle in the Meta AI app.

If you've already installed the Meta AI app previously and you go there and you don't see it, you can push an update. When you open the app, if the first thing you see is either cute puppies running around or an Egyptian princess in the year 200 to modern, sick tunes, then you've arrived in the right place. So just first reactions, because you all have only had it for a couple of hours. What do you think?

of this thing.

Julie Jarnagin (23:25.328)
weird, strange, trippy. It's just like a, it's, I think I told y'all it feels like a weird AI TikTok. If TikTok was all very strange animals doing weird things or very AI type videos, it was weird. I don't, I don't quite get the point of it yet, but I've just now gotten on it. It feels like a weird dream.

Jackie Lipinski (23:34.807)
Thank

Jackie Lipinski (23:50.476)
Yeah, I feel like the setting of some of the images and the things are definitely uncomfortable. And they're sort of realistic enough for you to go, I know something is wrong. Like there's a moose jumping on a trampoline and you're like, it's on the edge of being.

Kevin (24:03.95)
What song was it jumping on the trampoline to? That's the most important thing. Do you remember?

Julie Jarnagin (24:04.08)
Ha!

Jackie Lipinski (24:08.855)
What was your question?

Kevin (24:10.134)
What song was the moose jumping on the trampoline to?

Jackie Lipinski (24:12.329)
I don't know. Yeah, I actually had it muted because I downloaded this at like 6 a.m. this morning.

Kevin (24:15.534)
Okay, if you turn this on, you have to turn the sound on. It's a completely different experience with the sound off.

Jackie Lipinski (24:19.639)
Okay. Well, can I tell you a very strange story that might relate? Okay. I know. So I was watching America's Test Kitchen and they were like, I have two pieces of chocolate. Which one is sweet and which one is bitter? And so the guy eats a bite and then he eats a bite and he goes, the first one was bitter. The second one was sweet. And they went, nope. They're both the same exact chocolate.

Kevin (24:26.038)
No. Yeah. Go ahead. Sure. Don't ask questions. is your show too. Just do it.

Julie Jarnagin (24:26.322)
Please.

Jackie Lipinski (24:48.309)
What we did was we changed the music in the background because of how we wanted you to feel, because experiences are all five senses. And so when it comes to you saying, listen to the music, I was like, okay, yeah, that was definitely a big piece of the senses that I missed. And they want you to have a feeling. They want it to be a sweet experience or a bitter experience. And so how do we make sure that the video slash chocolate you're being fed is kind of hitting that vibe? And so I...

Kevin (24:56.387)
Mm-hmm.

Jackie Lipinski (25:16.897)
told Kevin, I think his AI algorithm hit mine, because mine were just a bunch of golden retriever dogs driving cars. And it was definitely very interesting, but I don't know who this is for yet. I think they're just checking a box saying, look, we did it too. So we can't say we're out of the, you know, we're in it. But I will say I am starting to see meta ads with AI humans, with the robot voices that you can tell are fake. And I am immediately,

disgusted and like a company wouldn't spend money on real things. It doesn't seem creative. It seems lazy to me, no matter how amazing the AI graphics or moose jumping on trampolines is.

Kevin (25:55.758)
Yeah.

Kevin (25:59.907)
Let me respond to you with the all too common answer that folks like to give to that is, but Jackie, it will never get worse than what it is right now. You're just experiencing the worst it could be, and it's only gonna get better. And in the future, you won't be able to tell. Doesn't that make you feel better? You won't be able to tell in the future.

Jackie Lipinski (26:17.985)
Definitely makes people worse.

Julie Jarnagin (26:19.876)
Yeah

Kevin (26:21.59)
Yeah, so to me, this is pretty genius. One, because Meta's been behind on the AI front. And the idea that this is a completely separate feed of purely artifact, like you cannot add more content that has been actually shot in real life to this feed. This feed can only be, only thing they can add into this feed is user prompted content. So content that a user creates.

using Meta's AI tools and then can add to the feed. And so there's a different sense to me. I mean, I didn't use it a ton, but it definitely felt less stressful or like I wasn't going through thinking I have to protect myself mentally from what I'm absorbing because like I have to be able to tell whether it's real or fake.

there wasn't like news headlines in there. It was just, it was like fever dreams or, you know, things that you would think either like your 10 year old is thinking in their mind when they're not paying attention to you or, I don't know. to me there was just a different, and with the music, I need to make one of my own to kind of go through the process. But if in fact what is happening is what I think is happening, where people are making these little video clips.

Julie Jarnagin (27:25.586)
Yes.

Kevin (27:47.897)
And then the music is more or less being automatically added or like maybe they can choose a general category like 90s hip hop. But the tunes that are selected for the clips are like 90 percent spot on in terms of both the length and the type of audio, sometimes the lyrics, the motions and the music. And so I think ultimately this is just and the feed should have said this right up front. The feed is like TikTok. You don't get to pick what you're looking at. You just keep swiping and then it

Jackie Lipinski (28:02.871)
Mm.

Jackie Lipinski (28:14.871)
Yeah.

Kevin (28:17.836)
loads up stuff based on when you're watching. So I think one, it's helping to create a better TikTok-like algorithm purely off of AI content. And two, it's letting Meta and Meta's users get better at video because another thing that you'll hear me talk about at the summit related to AI is at this point, something like 70 % of people have used or are currently using text-based AI tools, but

only about 30 % are using image based tools and less than 15 % are using video. And ultimately where everything kind of naturally heads towards at the end of the day is video. Like why did, if you like text, then you liked Twitter better six years ago than other social networks. But then Facebook came along with photos and now Instagram and TikTok have video. And so videos kind of where things head.

when you're talking about mass market in general. so Meta was kind of falling behind both Google and OpenAI, and this is gonna give them opportunity to catch back up, I think. But in the meantime, it's kind of strange.

Julie Jarnagin (29:26.524)
So now that you say that, thought all I could think of when I was on it is like, but why? Like, why would I look at this? But I almost think it's more driven towards the creator than the consumer. So I can see my 17 year old or 11 year my kids or whoever playing with it and making things in it more than I could see any of us in the family mindlessly scrolling like,

weird pig video. don't remember what all video that was, but they were weird. So it may be, like you said, more of the creation process is the thing than the actual just sitting there and consuming, which could be a good thing.

Kevin (29:58.595)
Mm-hmm. Yeah. And once this gets up, the...

Kevin (30:11.416)
Yeah. The amount of content on there right now is pretty limited. You can tell if you spend too much time swiping, you might get the same thing twice or something really similar. But eventually, when enough content gets made there, I would not be surprised to have it end up being a separate tab where you can watch reels and then you could watch AI reels, both for the difference in cognitive load related to knowing what you're watching or

they can allow content creators to just add the best of the best of that content into other content on Instagram or other places. So I think it is helping the creators. And I think it's also in a way creating what mass market, what meta thinks will be mass market. I mean, if you listen to any of the so-called futurists, everyone wants to have a personalized feed. Well, the only way you get there

is with this kind of video content that's personalized for you and your interests. Yeah, it's a ever-changing landscape. The thing is, it's actually a pretty expensive one-off for these videos to get made, and right now all that cost is subsidized. think that's, don't have time for that. Also don't have time for our last article.

Other than advertising in 2030, we'll just reference it quickly from WPP Media. WPP is the largest, I think, ad agency in the world, holding company for lots of other smaller companies too, I think. Number one takeaway from the article, advertising 2030, kind of what people think it will or won't look like.

Julie Jarnagin (31:54.578)
Yeah, some of the bigger jumps from what people thought in 2020 to what they think today that the future will look like were companies relying on artificial intelligence to produce a majority of creative content. That one makes sense just because now we know more what's possible than we did in 2020 with AI. The one that freaks me out a little bit is the biometric data is widely used to access personalized and secure services. That one's still weird to me.

I don't know, I don't want to wave my hand over something. But maybe that just ages me and that is going to be a thing in the future. But it's interesting, what it kind of shows you where our thinking has changed, what we think is not possible now, what we think is more possible. It's an interesting article.

Jackie Lipinski (32:39.667)
Yeah, I was thinking even today I was walking home, I dropped my son off and it was like student driver. And I was like, wow, I wonder if my son will have an automated car at this rate. I was like, yeah, there are certain things. And so from this article though, I think one of the things is like the most interactional between like bot to bot, almost like you're gonna have like a bot representing you, like, I don't know, it feels a little black mirror in.

Julie Jarnagin (32:49.81)
Yeah, you may not have to teach your son how to drive like we did.

Jackie Lipinski (33:08.607)
in my head of, I don't know if you ever seen the Kevin words, just like AI solutions and what could go right, what could go wrong. But I also thought like everything is personalized, including medical or generic data and your ads. So I think everyone wants to serve you very specific ads and it's gonna be a really interesting balance with the privacy laws that are also being implemented. it's like, people don't realize that you probably do want really personalized.

but then we also want privacy. so, so it's just this push and pull of what can and will be actually available. And I.

Kevin (33:39.778)
Yeah.

Kevin (33:45.113)
Well, I've got good news for you, Jackie, since you love giant monopolistic companies. That's a joke. The only answer is more of those, or guess fewer of those, but ever more powerful with access to ever more data from multiple sources. All the, all the, that's the, the hard part about all this is that.

Jackie Lipinski (33:54.455)
Yeah.

Jackie Lipinski (34:00.567)
Thank

Kevin (34:06.624)
you can introduce all the privacy rules and regulations you want. The only people who actually end up benefiting from that are the giant companies who already have a lead and or data that no one else will be able to get more of in the future. So I thought the most interesting thing, the biggest change. So they asked people to make the prediction of what 2030 would look like both in the year 2020 and the year 2025 and compared how things change. The biggest drop in what...

Jackie Lipinski (34:33.335)
.

Kevin (34:36.11)
in kind of what they thought would occur was that in the year 2020, over 70 % of people surveyed said that environmental impact will be as important as price for consumers. That's pretty hilarious actually that it was that high, regardless of what you think about environmental impact and its importance, that it would be more important than price itself for consumers has now dropped all the way down to below 30%.

Julie Jarnagin (34:46.652)
Yeah.

Kevin (35:06.15)
And home builders definitely would have been less likely overall to think that way. And then the biggest jump forward was what Julie mentioned, using AI as part of the process of creating creative content.

Kevin (35:26.594)
All right, that'll do it for this week. We'll see you all next time.

Julie Jarnagin (35:30.642)
Bye guys.

Jackie Lipinski (35:30.871)
See ya.